Global Bigdata Conference

Predictive analytics, the Internet of Things and machine learning are all being touted as top technologies that will improve engagement with customers, even if marketers can't agree which to prioritise, a new international survey reports. The latest Marketo global survey into the future of technology and its impact on marketing found the trio of emerging technologies were top of the list for international marketers when it comes to how to improve customer engagement. However, respondents in different marketers didn't agree on which to prioritise first. Over half of US marketers, for example (57 per cent), believed predictive analytics will be the primary technology to leverage in order to best engage with customers, compared to only 11 per cent of international marketers. The report also found 37 per cent of all surveyed saw reporting and analytics as a top priority, with US marketers leading the pack (42 per cent versus 34 per cent).